Web marketers use online advertising to lure customers and create leads. Web analysis tools are used to monitor web site activity and generate statistics regarding the behavior of site visitors. Two components of Search Engine Marketing (SEM) include organic (non-paid) Search Engine Page Results (SERPs) and paid advertisements. These two sorts of results are displayed by the search engine in different parts of the results pages. A sample Google search result is shown in the figure below. It contains paid text ads at the top and right side, paid display ads in the center, and organic (free o non-paid) search results in the center. The organic search results may extend for many pages. In this example, there are over 90,000 pages of results.
SERPs – It is all about position
Rank positioning is very vital for success of a campaign and here is where you need a good SEO/PPC expert to do it for you. It may involve deep keyword research, intelligent grouping, and an intense analytic driven campaign management using various strategies and web tools.
Ninety nine percent of clicks occur on page one and two-thirds of those are the top three SERPs on page one. If your keywords are not on page one, your site is effectively invisible to most users. The figure below compares SERP vs. Keyword for three competing websites. SERP analysis is a key part of understanding how your keywords compete. You can improve SERPs with SEO and great content. Depending on your competitive position, it can take months to improve search ranking. However, in the short-term you can promote with earned media such as third party blogger, social media or paid media, (i.e. advertising).
Google Adwords is segmented in two types of Advertising networks – Search Network and Display Network. Web site managers use each according to their goals for the site. Google continuously improves AdWords with features such as multiple site links, click-to-call, and user ratings. It may seem like an overwhelming experience but an expert team of analysts which knows the complex optimisation techniques can take your business to another level keeping in mind your brand image and business initiatives. Google continuously improves AdWords with features including multiple site links, clibk to call, and user ratings.
The key elements of a Paid Search campaign are:
- Ads Text)
- Ads Media (image, animated gif, video)
- Landing Pages
- Metrics, like CTR, CPM, Ad Position, etc.
AdGroups are the most important elements of site effectiveness and are built around a set of keywords selected to relate to your products.
Keywords may be head or long tail as well as branded and non-branded. They are inserted into targeted AdGroups for monitoring and adjusted for performance. The iteration of the words needn’t be costly. Our experts can fine-tune your campaign using site management tools.
Ad Text are the copy words. We assist you to design Ads with clear, compelling messages with relevant keywords, right landing pages, a search user’s query and also encourages potential customers to act while simultaneously raising CTR and quality scores.
Landing pages should be a thematic expression of an Adgroup and effectively communicate what the Ad is offering. They should also be keyword-relevant to improve the quality score. Visitors to the site should immediately grasp the key benefits of the products.
The science of bid management is often guided by common sense. The maximum amount you are willing to pay is one factor in your position on the page. The consistency between the ad, the keywords and the landing page are part of a complex formula Google uses to determine Ad position and the actual cost per click. In other words, the better the consistency the less you pay. There are other aspects like geo tagging, Ad scheduling, negative keyword research, A/B testing etc which come as a complete package when you engage with us.
Metrics such as Click Thru Rate (CTR), Cost per Action (CPA) are part of Business Intelligence. Typically an analytics tool like Google Analytics is used to measure Ad effectiveness or ROI. For some businesses, time on site or depth of visit might be an effective action.
Google Display Network helps you expand your campaign to include graphics allowing you to reach a wider market. Google Display Ads are image ads of various IAB standard sizes. The Ads may also include text, interactive, rich media or flash Ads as well as mobile or video Ads. The new Dynamic Ad Display allows the Ads to be tailored to target-specific audience and placed accordingly on specific sites. You select ads for Google partner websites based on an Adgroup of keywords. Keywords in this space are used to identify themes and websites that match your theme. The Ads can be priced as CPC or CPM (cost per 1000 impressions). With careful optimization advertising can achieve significantly greater CPM with Display than with contract or brokered ads.
You need both
In general, if your keywords have high SERPs you may not need advertising. Or you can focus your advertising on select products or services. The ideal scenario is a search result that returns multiple links to your website – through a combination of Ads and organic search results. If you employ site extensions, visitors will be able to preview the landing page for either an Ad or a search result. Your analytic tools (e.g. Google Analytics) can help you measure the ROI of both organic search and advertising.
Written by Tikuli Dogra